Why 'the wealthiest generation' are ignored by marketers

Gen X'ers were largely ignored by their parents, so it makes complete sense that those aged 45 - 60 are now also almost completely overlooked by marketers.

Despite being the wealthiest generation to have ever existed - marketing folk tend to like to pitch their brands to a younger Gen Z customer (even though they are notoriously fickle and have absolutely no money of their own to spend on anything) or at a push...Millennials (who are just too busy to care).